Heraklith expansion in the Middle East

17/11/2016

Heraklith is the leading brand for wood wool, an industry it invented in 1908 with the filing of its first patent in Austria. Part of Knauf Insulation since 2006 and served by three plants in The Netherlands, Germany and Hungary, Heraklith holds strong market positions in several European countries and it is continuously working to grow its footprint around the world.As part of these efforts, a Heraklith team recently visited the Middle East to review the sales situation and define the right setup to realize the growth opportunities offered by this region. Heraklith targets all countries within the Gulf Cooperation Council (GCC) with particular focus on Dubai – part of the United Arab Emirates - and Qatar, short term. Heraklith’s first initiatives include strengthening its team with a fully dedicated export manager who has lived and worked in the building industry in the Middle East for several years. Furthermore, the Heraklith team and Knauf LLC have agreed to strengthen their collaboration in order to support each other in growing Knauf Insulation’s wood wool sales in the region. Knauf LLC is a very experienced and well-known partner for several other companies active in the building industry there.

In the latest meeting between the two companies, it was agreed Heraklith will be a priority area for Knauf LLC in 2017 and its growth will be supported with the required level of resources and efforts in the market. The central Heraklith team and export manager will carry out a comprehensive training program with the Technical and Sales teams of Knauf LLC in November 2016 to enlarge their knowledge about the product range and its value proposition for the main applications, such as garages, basement ceilings and technical rooms. This training will be followed by regular meetings between the two companies to review ongoing and potential projects and define the necessary steps to achieve their growth ambitions.